KEY DETAILS
- Number of courses: 4
- Number of lessons: 22
- Time to complete: 4+ hours
- Framework Element: Plan, Create, Communicate, Analyze
- Topic: Content
- Contributors: Michael Brenner, John T. Meyer, Christopher Penn, Richard Goring, Lee Odden, Kerry O'Shea Gorgone
- Instructional Designer: Kerry O'Shea Gorgone
- Price: $195 for this learning path or subscribe to PRO for $395
- You own this learning path; to access ALL learning paths, contact us to apply your payment to a PRO upgrade.
- This learning path is part of your PRO subscription.
ABOUT THIS LEARNING PATH
The Content Marketing Campaign Management Learning Path covers everything you need to run a successful content campaign, from the beginning (when a campaign is a mere twinkle in your eye) to the end (results!)
You'll begin with planning. Learn to set goals that align with your company's mission and objectives. See how to select content topics and types that resonate with your own audience (and how to uncover who your best audience is). And create an editorial calendar to keep you on track.
Next, learn to create assets to support your campaign. You'll also see how to conduct an internal content audit to uncover the useful creative that's hiding in plain sight: content you might already have in-house. And you'll lay the ground work for A/B and multivariate testing, so you can optimize your campaign effectively.
Next, you'll discover the steps to take for a successful campaign launch. Learn how to distribute assets across selected channels and networks in the most effective way. See how to assess the results of your A/B testing. And discover how to activate employees and colleagues to increase your reach.
No marketing campaign is complete without analysis of the results. In the final course, you'll learn to interpret your data and report the impact of your content marketing campaign to internal stakeholders.
BUSINESS OUTCOMES
- 1 Align content marketing campaigns with high-level business goals—like reach/awareness, engagement, conversion, and retention—and set measurable goals for your campaigns
- 2 Streamline the creative process by conducting an internal content audit to identify and repurpose in-house materials, and recognize gaps in your supporting funnels
- 3 Use an editorial calendar to manage new asset development and create content across the buyer's journey
- 4 Achieve maximum reach by posting on the right schedule
- 5 Track results of your content asset effectiveness so you can do more of what's working
- 6 Accurately assess your return on campaign investment and present results to company stakeholders
COURSES IN THIS LEARNING PATH
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Planning Your Content Marketing Campaign
Begin your content marketing campaign with a strong foundation for success. Set measurable goals. Determine the right audience. And select the topics and content types your audience wants.
Course Learning Objectives
- Learn the big four content marketing objectives—reach, engagement, conversion, or retention—and which to choose when
- How to set specific, measurable goals for your content marketing campaign using your chosen marketing objective as a guide
- How to identify your target audience and select the best channels for connecting with them
- How to determine what content types your audience wants and how to find relevant topics they will love
- How to create an editorial calendar for producing (and later reimagining) content assets that map back to your stated campaign goals
-
Creating and Testing Assets for Your Content Marketing Campaign
Learn a purposeful approach to content creation. Use what you already have and figure out exactly what you still need. Create assets that resonate with your audience and drive a desired action.
Course Learning Objectives
- Conduct a content audit so you can repurpose existing assets and identify content for each stage of the buyer’s journey
- Establish testing parameters for campaign assets, set a timetable for testing, and set up A/B and multivariate testing using available tools to see which assets perform best
- Establish voice and tone and plan graphic elements based on your target audience’s preferences
- Use an editorial calendar to create any new campaign assets
- Create multiple versions of creative assets in different formats
-
Kicking Off Your Content Marketing Campaign
Learn what to do just before you launch your content marketing campaign, so you connect with your audience at the right time and place. Plus, learn a simple way to increase reach and improve results.
Course Learning Objectives
- Use available tools to automate your campaign and distribute your assets over selected channels and networks
- Implement testing for campaign assets like blog posts, online ads, e-books, and more
- Assess your test results and shift resources to promote your most effective content
- Activate employees for wider distribution
-
Analyzing the Results of Your Content Marketing Campaign
Part of any marketing campaign is determining if your hard work is paying off. This course shows you how to set up your data for easy analysis and how to optimize your campaign in real time.
Course Learning Objectives
- Set up a dashboard to track data from multiple sources
- Review data from your dashboard to assess how well your content marketing campaign is meeting established goals
- Make real-time adjustments as necessary to optimize your campaign results
- Report key findings on the effectiveness of your content marketing campaign to stakeholders at your organization
Not sure if this course is for you? Try it at absolutely no-risk with our 7-day, money-back guarantee.
COURSES IN THIS LEARNING PATH
-
Planning Your Content Marketing Campaign
Begin your content marketing campaign with a strong foundation for success. Set measurable goals. Determine the right audience. And select the topics and content types your audience wants.
Course Learning Objectives
- Learn the big four content marketing objectives—reach, engagement, conversion, or retention—and which to choose when
- How to set specific, measurable goals for your content marketing campaign using your chosen marketing objective as a guide
- How to identify your target audience and select the best channels for connecting with them
- How to determine what content types your audience wants and how to find relevant topics they will love
- How to create an editorial calendar for producing (and later reimagining) content assets that map back to your stated campaign goals
-
Creating and Testing Assets for Your Content Marketing Campaign
Learn a purposeful approach to content creation. Use what you already have and figure out exactly what you still need. Create assets that resonate with your audience and drive a desired action.
Course Learning Objectives
- Conduct a content audit so you can repurpose existing assets and identify content for each stage of the buyer’s journey
- Establish testing parameters for campaign assets, set a timetable for testing, and set up A/B and multivariate testing using available tools to see which assets perform best
- Establish voice and tone and plan graphic elements based on your target audience’s preferences
- Use an editorial calendar to create any new campaign assets
- Create multiple versions of creative assets in different formats
-
Kicking Off Your Content Marketing Campaign
Learn what to do just before you launch your content marketing campaign, so you connect with your audience at the right time and place. Plus, learn a simple way to increase reach and improve results.
Course Learning Objectives
- Use available tools to automate your campaign and distribute your assets over selected channels and networks
- Implement testing for campaign assets like blog posts, online ads, e-books, and more
- Assess your test results and shift resources to promote your most effective content
- Activate employees for wider distribution
-
Analyzing the Results of Your Content Marketing Campaign
Part of any marketing campaign is determining if your hard work is paying off. This course shows you how to set up your data for easy analysis and how to optimize your campaign in real time.
Course Learning Objectives
- Set up a dashboard to track data from multiple sources
- Review data from your dashboard to assess how well your content marketing campaign is meeting established goals
- Make real-time adjustments as necessary to optimize your campaign results
- Report key findings on the effectiveness of your content marketing campaign to stakeholders at your organization
